When my brothers and I were kids, our parents were teachers and we had a special way of answering the house phone and dealing with phone calls.

We’d say hello. We’d never say ‘hello this is London 123456’, giving away our number, and we’d never say our name. If someone said is this 123456, we’d either say, no it’s not, what number were you looking for, or else we’d ask who they were looking for. If someone asked to speak to a person in the house, we’d ask their name before we checked if our parents or our brothers were in.

As teachers, my parent’s were ex-directory, that is to say that they chose not to list their phone number in the big book. We would occasionally get crank or abusive calls and this escalation protocol was a useful process for getting rid of them.

Nowadays, people just say hello, which is fine of course, but in business it’s not particularly helpful. This is because it forces many callers to say ‘is this Paul?’ to which we would have to say yes before the call had even started.

I used to date an American girl a long time ago. When she was at work she wouldn’t answer with hello, she’d say ‘this is Susan’. Susan wasn’t actually her name, but you get the point. I liked it. It was helpful, personal and sounded more customer focused. I adopted it immediately.

So don’t be surprised if you call me on business and I say ‘this is Paul’, or it’s even friendlier version ‘hello, this is Paul’.